# CEO Brian Niccol's "Back to Starbucks" plan has succeeded in improving traffic.

*business · news · 2026-04-28 · CNBC*

## Key points

- Starbucks projects operating margins of 13.5% to 15% by fiscal 2028, below pre-pandemic highs.
- The Green Apron Service model added labor costs, boosting traffic but depressing profit margins.
- Starbucks' cost-saving plan includes 90 initiatives, with earnings growth expected to outpace sales from fiscal 2027.
- The revamped North American rewards program has quickly driven increased customer engagement and sales.

**Companies:** Starbucks
**Countries:** United States

[Read the full story on CNBC](https://www.cnbc.com/2026/04/28/starbucks-brian-niccol-turnaround-investing-club.html)

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